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The Future of Mobile is Now - Australia
1. Connect Global Tour São Paulo
The Mobile Future is Now
David A. Galante
Sr. Product Manager, MobileConnect
@davidgalante
#ETConnect
2. Connect Global Tour São Paulo
Agenda
• A brief history of mobile in Australia
• Mobile by numbers & use cases
• Pivoting moments in Mobile
• The future of mobile is context
• 4 Stages to a Smart Mobile Strategy
• Recommended next steps
3. Connect Global Tour São Paulo
A brief history of mobile in Australia..
•August Telecom launches the first mobile phone service in Melbourne (Sydney followed
in November).1981
•Telecom launched Australia’s first cellular network based on the USA AMPS (Advanced
Mobile Phone System) – or analogue standard 1997.
•100,000th AMPS service connected in June 20091987-9
•Optus starts to resell AMPS service
•500,000th AMPS connection was made
•Vodafone licensed as carrier (December)1992
•Telstra launched new digital (GSM) network
•Optus launched GSM (May)
•Vodafone launched its GSM digital network (October).1993
• In June 2006 the one millionth GSM connection was made and the AMPS network connections had
peaked at 2.6 million customers.
• Telstra announced plans to build a new mobile network to replace the AMPS Analogue
network, the new network will be based on CDMA (Code Division Multiple Access) technology1994-8
4. Connect Global Tour São Paulo
A brief history of mobile in Australia..
•Hutchison launches CDMA & UMTS in Sydney and Melbourne
(March 2000)
•Number of mobiles in Australia exceeds the number of wired access
lines 10.7 million (February 2001)
•Telstra commercially launches GPRS data network across GSM in
2001
2000-1
•The one billionth mobile service in the world connected (April 2002)
•12 millionth Australian mobile service connected (March 2002)2002-9
•Telstra launched LTE services in September 2011.
•Optus 4G launched LTE services in December 20122010-12
•Telstra reports 1.5 million 4G devices connected (Feb 2013)
•Vodafone expects to launch 4G service in June 2013
2013
1998
Cellular Infrastructure Group
2005
2008
2010
mCommerce Group, Optism
2012
5. Connect Global Tour São Paulo
Australia Mobile by the Numbers
• 66% of Australians own a
smartphone
• 52% Android, 35.3% iOS, 5.6%
Symbian, 1% BlackBerry, 1.6%
Windows Phone 7, 1.7% Windows
Mobile, 2.8% Other
• Home & work are the top two
places where a smartphone is used
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Global Media May of 2013
Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015
0
1
2
3
4
5
6
7
8
1962
1967
1972
1977
1982
1987
1992
1997
2002
2007
2012
Population 7.1B
Mobile 7.1B
FM Radio 4.2B
Internet 2.5B
TV 1.9B
PC 1.4B
Landline 1.1B
7. Connect Global Tour São Paulo
Things that just seemed crazy 15 years ago…
• … Every movie every made in every language, anytime….
day or night.. -Qwest Communications 1999
• Video-on-demand traffic will triple by 2016. The
amount of VoD traffic in 2016 will be equivalent to 4
billion DVDs per month. --Cisco
• Netflix, Hulu, VOD from your Cable/Sat provider
• Video conferencing
• 31 million users, 8.1 million paid users, $96/year avg
• 50 million Skype enabled TVs
• Purchased by Microsoft for $8.5 billion
• 34,000 songs on phone
• 32GB is now standard on most smartphones
http://www.youtube.com/watch?v=xAxtxPAUcwQ
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Compulsive? 150 Times Per Day
• T-Mobile USA CEO Philipp Humm said
at CTIA in 2012 that
mobile phone owners "pick up their
phone 150 times per day".
That once every 6 and half minutes of
every hour of every day
Source: Mashable 8 May 2012
• For smartphones its already up to 200
times per day as reported by the
Guardian (every 5 minutes)
Source: The Guardian 26 June 2012
9. Connect Global Tour São Paulo
70:20:10 Rule by Coca Cola
• Coca Cola's Director of International
Media, Gavin Mehrotra told MMA Asia
Forum in May 2011 that for Coca Cola:
"SMS is priority number 1" because only
SMS reaches anyone.
• Coca Cola's Attila Weisz told MMA Forum
New York in October 2011 and gave Coke
rule for mobile advertising spending:
• Put 70% on mobile messaging
• Put 20% on mobile web
• Put only 10% on mobile apps
• Source: Coca Cola presentations, May &
October 2011
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McDonald's Augmented Reality (AR) in Australia
• McDonald's in Australia launched
TrackMyMacca as smartphone app to
identify exactly ingredients of that
specific burger and which Australian
farm came from.
• Location-based tech (GPS) identifies
restaurant
• Image Recognition identifies packaging
of burger
• Augmented Reality then offers links to
each ingredient and even shows face of
farmer who owns the farm where it
came from
Source MobiAd News 6 March 2013
11. Connect Global Tour São Paulo
Major pivot points in mobile
• Analog to digital
• CDMA vs GSM
• Feature phones to smartphones
• iPhone finally started using the cellular network!
• Requirements came from Apple not the MNOs!
• The mobile ecosystem was born. Music, App, Productivity, SDKs
• WiFi and Bluetooth
• OTA access to multi-media
• Social Media Access
• Twitter, Facebook, Instagram, Vine, Path, …
• LTE is the way of the future
• What’s Next?
• NFC is for Commerce!
• Wearable mobile devices?
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Privacy Issues in Mobile
• 2003 Camera Phones
• 2013 Google Glass
http://www.cbsnews.com/video/watch/?id=586498n
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What’s in your home?
More respondents owned internet capable
Smart TVs than tablets, but users were nearly four
times more likely to access the internet on a regular
basis via their tablets. --Nielsen
16. Connect Global Tour São Paulo
The Future of Mobile is Context
A customer’s mobile context consists of:
• Preferences: the history and personal
decisions the customer has shared with
you or with his social networks.
• Attitudes: the feelings or emotions
implied by the customer’s actions and
logistics.
• Situation: the current location, altitude,
environmental conditions, and speed the
customer is experiencing.
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Context Drives Device Choice
The amount of
time we have or
need
The goal we
want to
accomplish
Our location Our attitude
and state of
mind
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Attitude Change in 2013 – 2nd Screen Experience
74% of respondents had split their
attention between a television and a
web-enabled device in 2012, an increase
from 60% in 2011. -Nielsen
Is the future of mobile advertising
contextual mobile ads based on our
attitudes?
19. Connect Global Tour São Paulo
ExactTarget Mobile
Create seamless
customer experiences
based on any data
element stored within the
mobile messaging engine
of record.
MobilePush MobilePages
Passbook Mobile Ads Cross-Channel
Solutions
MobileConnect
20. Connect Global Tour São Paulo
Quick ways to take advantage
of data & context
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Top Mobile Tasks
• 94% text messaging
• 60% browse mobile web
• 59% use applications
• 58% social networking
• 55% email messaging
• 33% instant messaging
• 25% participate in mobile shopping
• 21% stream online music
• 19% watch video/mobile TV
22. Connect Global Tour São Paulo
Profile Your Customers’ Interactions
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push
Tim Watts $250 In-Store twatts@email.com ☐ ☐ ☐
Julia Desai $210 App jdesai@email.com ☐ ☐
Sandy Raynor $80 Web sraynor@email.com ☐ ☐
Jason Cross $60 Call Center jcross@email.com ☐ ☐ ☐
Shelley Weeks $27 In-Store sweeks@email.com ☐ ☐ ☐
Crystal Powers $500 App cpowers@email.com ☐ ☐
Jeane Griffin $1,000 App jgriffin@email.com ☐
Don Sharpe $150 Facebook dsharpe@email.com ☐ ☐
Patrick Song $120 Web psong@email.com ☐ ☐ ☐
Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐
Stephanie Hawkins $15 Web shawkins@email.com ☐ ☐
23. Connect Global Tour São Paulo
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push
Patrick Song $120 Web psong@email.com ☐ ☐ ☐
Sandy Raynor $80 Web sraynor@email.com ☐ ☐
Stephanie Hawkins $15 Web shawkins@email.com ☐ ☐
Tim Watts $250 In-Store twatts@email.com ☐ ☐ ☐
Shelley Weeks $27 In-Store sweeks@email.com ☐ ☐ ☐
Eric Steele $10 In-Store esteele@email.com ☐ ☐ ☐ ☐
Jeane Griffin $1,000 App jgriffin@email.com ☐
Crystal Powers $500 App cpowers@email.com ☐ ☐
Julia Desai $210 App jdesai@email.com ☐ ☐
Jason Cross $60 Call Center jcross@email.com ☐ ☐ ☐
Don Sharpe $150 Facebook dsharpe@email.com ☐ ☐
Profile Your Customers’ Interactions
24. Connect Global Tour São Paulo
“Web” Customers
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push
Patrick Song $120 Web psong@email.com
☐ ☐ ☐
Sandy Raynor $80 Web sraynor@email.com
☐ ☐
Stephanie Hawkins $15 Web shawkins@email.com
☐ ☐
25. Connect Global Tour São Paulo
“In-Store” Customers
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push
Tim Watts $250 In-Store twatts@email.com
☐ ☐ ☐
Shelley Weeks $27 In-Store sweeks@email.com
☐ ☐ ☐
Eric Steele $10 In-Store esteele@email.com
☐ ☐ ☐ ☐
26. Connect Global Tour São Paulo
“App” Customers
Subscriptions:
Name Purchases in Last Year Most Often Purchase Email Address Email SMS App Push
Jeane Griffin $1,000 App jgriffin@email.com
☐
Crystal Powers $500 App cpowers@email.com
☐ ☐
Julia Desai $210 App jdesai@email.com
☐ ☐
27. Connect Global Tour São Paulo
4 Stages of a Smart Mobile Strategy
Acquire
SMS Opt-in
Email Opt-In
Mobile
Website App
Promotion
Onboard
Welcome
Strategy
Promote
Preference
Center
Engage/Grow
Deals and
Discounts
Mobile Only
Promotions
Status Updates
Retain
Customer
Service
Loyalty
Programs
29. Connect Global Tour São Paulo
SMS Opt-In
Ask your customers to
text a keyword to your
short code to receive
future SMS
communications.
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Email Opt-In
Ask your customers to share their email address and add them to an email list.
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Engage Your Customers Everywhere
• Promote in retail stores or brick & mortar locations
• Promote with partners
• Include field with SMS opt-in on web registration form
• Trigger push opt-in after user has been in app
• Send email to email subscribers who haven’t downloaded
your app
33. Connect Global Tour São Paulo
Welcome Strategy
Your welcome strategy for new mobile customers should include a combination of channels.
Welcome Email
• Send mobile-
aware welcome
email after
customer signs up
for SMS
messages or
downloads your
app.
1) Thank customer
2) Remind customer
of key benefits
3) Invite customer to
connect on your
social sites
Opt-In
Confirmation
• Send opt-in
confirmation MT
once customer
signs up for your
SMS program.
• Follow MMA
guidelines.
35. Connect Global Tour São Paulo
Testing Daypart
Test variables like time of message and the interactivity between them.
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm
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Loyalty Program
Link your loyalty program with your mobile app.
<< Consider mobile only
offers like double points
for mobile purchases.
Consider how you can
reward loyal customers
with geo-location
targeting. >>
38. Connect Global Tour São Paulo
Recommended Next Steps
1. Define your targeted mobile customer and their current
conversion paths
2. Analyze your data to understand your most popular
mobile engagement and conversion points
3. Map mobile behaviors to simple or advanced campaigns
across a four-stage lifecycle: Acquire, Onboard, Engage,
Retain
4. Visit www.exacttarget.com/mobile and:
• Download Mobile specific content
• See industry events ExactTarget is sponsoring
• Request further demos
39. Connect Global Tour São Paulo
Thank you!
david.galante@exacttarget.com
@davidgalante
#ETConnect
Notas del editor
Agenda slide
1978 1G-AMPS from Bell Labs introduced in the USA,
Motorola DynaTAC sold for $3,995
US Carrier no longer support AMPS
Source: www.amta.org.au
Source : www.computerworld.com.au/article/433391/updated_4g_australia_state_nation
1978 1G-AMPS from Bell Labs introduced in the USA,
Motorola DynaTAC sold for $3,995
US Carrier no longer support AMPS
A December 2012 survey from market research firm TNS Global
(http://www.tnsglobal.com/) found a similar rate of smartphone penetration in
Australia, at 66% of the population in 2013.
Most of the growth for Android has come at the expense of Symbian (traditionally used by
Nokia), which has seen its marketshare collapse from 23.6% to just 5.6%.
Slide by Tomi T Ahonen, 3G Author, Strategy Consultant and Blogger. His books are:
Tomi Ahonen Almanac (an eBook) 2009-2013
Tomi Ahonen Phone Book (an eBook) 2010-2012
Insider's Guide to Mobile (a free eBook available at Lulu) 2011
Pearls Vol 1: Mobile Adverttising (an eBook) 2009
Pearls Vol 2: Mobile Social Networking (an eBook) 2009
Pearls Vol 3: Mobile Money (an eBook) 2009
Mobile as 7th of the Mass Media, 2008
Digital Korea, with Jim O'Reilly 2007
Communities Dominate Brands, with Alan Moore, 2006
3G Marketing: Communities & Strategic Partnerships, with Timo Kasper and Sara Melkko, 2003
m-Profits: Making Money from 3G, 2002
Services for UMTS: Creating Killer Applications, with Joe Barrett, 2002
Tomi Ahonen lectures regularly at Oxford University's short courses on 3G and Digital Convergence
This slide is part of a Tomi T Ahonen presentation on Mobile Around the World for the MMA Forum in New York May 2013
This slide may be forwarded and re-utilized as long as Tomi Ahonen is credited as the original source
For more information on Tomi T Ahonen, 3G Author and Strategy Consultant, or any of his books and services, please see the website www.tomiahonen.com or follow his Twitter feeds @tomiahonen
Slide by Tomi T Ahonen, 3G Author, Strategy Consultant and Blogger. His books are:
Tomi Ahonen Almanac 2009 (an eBook) 2009
Pearls Vol 1: Mobile Adverttising (an eBook) 2009
Pearls Vol 2: Mobile Social Networking (an eBook) 2009
Mobile as 7th of the Mass Media, 2008
Digital Korea, with Jim O'Reilly 2007
Communities Dominate Brands, with Alan Moore, 2006
3G Marketing: Communities & Strategic Partnerships, with Timo Kasper and Sara Melkko, 2003
m-Profits: Making Money from 3G, 2002
Services for UMTS: Creating Killer Applications, with Joe Barrett, 2002
Tomi Ahonen lectures regularly at Oxford University's short courses on 3G and Digital Convergence
This slide is part of a Tomi T Ahonen presentation on Mobile Around the World for the MMA Forum in New York May 2013
This slide may be forwarded and re-utilized as long as Tomi Ahonen is credited as the original source
For more information on Tomi T Ahonen, 3G Author and Strategy Consultant, or any of his books and services, please see the website www.tomiahonen.com or follow his Twitter feeds @tomiahonen
This is a picture of the scene in 2005 when Pope Benedict was presented to the world in St. Peter’s Square.
Just 8 years later, this picture is markedly different when Pope Francis was presented in the same exact square. And this image represents how much has changed with mobile!
The PC is dying…
What Apps are taking advantage of this? IntoNow an other passive ad
Nielsen’s survey found that
74% of respondents had split their attention between a television and a webenabled
device in 2012, an increase from 60% in 2011. Interestingly, 44% of
respondents said they used a laptop or netbook most often while watching TV,
making it the secondscreen
device of choice. But that was down from 51% in
2011, indicating that other devices are beginning to get more secondscreen
attention.
The key to taking the basic stages to the next level is the introduction of context and customer segmentation data
This is data for Australia
For the web customers, we can see that not all of them are opted-in to receiving email updates from us. So we should likely create ways to drive email opt-ins.
It looks like we don’t have a lot of data on our “in-store” customers. Looks like we need to capture more data from customers when there are in-store.
Do the know about your App? How about deals over SMS? Are they following on on Twitter.
And for the app customers, the best way(s) to reach them is via push messaging. And we need to be sure and promote our push messaging program!
Tips for asking for Push permission: Wait until asking makes sense, not when the app is initially installed
Now let’s dig into the four stages of a smart mobile strategy:
Acquire
Onboard
Engage
Retain
SMS opt-in is the first step to getting your SMS programs off the ground. And it’s critical to ensure that your programs follow industry standards!
Email Opt-in via SMS is an easy way to get cross-channel, and to start pairing the data you have about email subscribers with the data you have about your SMS opt-ins.
It’s critical to promote your SMS programs wherever you can!
You might have a welcome strategy for your EMAIL subscribers, but what if a subscriber opts-in to your SMS programs, or downloads your app? Make sure you have a cross-channel welcome strategy in place!
Try testing different messaging paths across your customer base to get to people when it’s most relevant.